In almost every instance, the discussion – and the related press coverage and comment – tends to focus on the relative merits of marketing v. communications, the collapse of one into the other, and whether one has the edge on the other in vying for the overall leadership of a combined function.

But marketing itself is fracturing into many sub disciplines that include online marketing, content marketing, influencer marketing, social media, SEO, digital marketing and each with its own specialization.

Inside larger organizations, these are normally found huddled under the larger marketing umbrella.

So what exactly is changing?

Think metrics, analytics and how these must match business goals and objectives.

Inside larger, more established organizations I can sense the shift coming.

Yes, there are some marketers who have been around for many years and who don’t really understand online marketing or digital marketing.

Some of these execs are still focused on pushing as much content out the door through their various social channels without regard for who they are trying to reach and what effect they wish to have with that content.

And I don’t think those execs are going to change if they haven’t yet.

Yet, I’m hopeful about the crop of younger marketing professionals moving up the ladder – even inside old, well established brands.

From my experience, these folks get it and are doing everything they can to make sure their marketing campaigns are measurable, results oriented with business goals in mind.

The future is bright, but be sure not to get bypassed or your job and career could be at stake.